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Boundary spanner closeness to partner firm as relational governance in turbulent versus stable environments

Shaohan Cai (Sprott School of Business, Carleton University, Ottawa, Canada)
Xiaoyan Wang (Department of Marketing, Business School, Shandong University at Weihai, Weihai, China)
Yongchao Ma (School of Management, Huazhong University of Science and Technology, Wuhan, China and Department of Marketing, City University of Hong Kong, Kowloon Tong, Hong Kong)
Xinyue Zhou (Department of Marketing, School of Management, Zhejiang University, Hangzhou, China)
Zhilin Yang (School of Management and Economics, North China University of Water Resource and Electric Power, Zhengzhou, China and Department of Marketing, City University of Hong Kong, Kowloon Tong, Hong Kong)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 10 December 2021

Issue publication date: 3 January 2022

452

Abstract

Purpose

This study aims to explore the overall relationship between a boundary spanner and a partner firm, i.e. boundary spanner closeness to partner firm. Drawing on consumer-service provider relationship literature and the tripartite model of affect-behavior-cognition, the authors identify three key dimensions of such closeness, namely, boundary spanners’ relational ties, customer-specific capabilities and accommodative behaviors, and examine their effects on exchange outcomes in turbulent versus stable environments.

Design/methodology/approach

The paper examines the effects of three dimensions of boundary spanner closeness on various exchange outcomes (i.e. retailers’ cooperation, satisfaction and willingness for investment) using two industries as exemplars, characterized by distinct levels of environmental turbulence – the retailing networks of a major cell phone company and a petroleum company in China.

Findings

The results indicate that the three dimensions individually and jointly affect exchange outcomes and the interplay of customer-specific capabilities and relational ties affect exchange outcomes differently across industry turbulence.

Originality/value

The existing literature lacks a comprehensive understanding of the function of boundary spanners, which serve as a key relational interorganizational governance component. By identifying three key dimensions of boundary spanner closeness and examining their effectiveness in promoting exchange outcomes, this study advances the understanding of the role of boundary spanners in interorganizational governance.

Keywords

Acknowledgements

Funding: This work was supported by the grants from the National Natural Science Foundation of China (projects 71925005 and 72072152), City University of Hong Kong (CityU SRG 7005394 and 7005478) and from the Research Grant Council of Hong Kong SAR (CityU 11502218) for financial support.

Shaohan Cai and Xiaoyan Wang, as co-first authors, contributed equally to this work.

Citation

Cai, S., Wang, X., Ma, Y., Zhou, X. and Yang, Z. (2022), "Boundary spanner closeness to partner firm as relational governance in turbulent versus stable environments", European Journal of Marketing, Vol. 56 No. 1, pp. 252-282. https://doi.org/10.1108/EJM-05-2020-0356

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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